![Morrisons 1](https://theacademy.imgix.net/Morrisons_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=1280&q=80&w=1920&s=3a1e545aaf462485be2290b647fae4d1 1920w, https://theacademy.imgix.net/Morrisons_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=1147&q=80&w=1720&s=37c6541062d4375204a27d348e7b78fc 1720w, https://theacademy.imgix.net/Morrisons_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=1013&q=80&w=1520&s=2604174842f063b24c4b3267b0f53018 1520w, https://theacademy.imgix.net/Morrisons_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=880&q=80&w=1320&s=3afa0ed3ef35be79fa1d7d52e3887966 1320w, https://theacademy.imgix.net/Morrisons_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=747&q=80&w=1120&s=46acf567295b0c136ccc079644439b03 1120w, https://theacademy.imgix.net/Morrisons_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=613&q=80&w=920&s=c6d3f677111083f3d0a5f20ead97930d 920w, https://theacademy.imgix.net/Morrisons_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=480&q=80&w=720&s=c58a372bf1efece862e07d4084f64f11 720w, https://theacademy.imgix.net/Morrisons_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=400&q=80&w=600&s=66c904f917cb70906533f43730279660 600w)
Pandemic, Purpose and Plastics
Morrisons
Morrisons is one of the biggest supermarkets in the UK. During the pandemic we worked relentlessly to develop and deliver a PR strategy that helped the company navigate the crisis and use its unique food-making and shop-keeping capabilities for good. We introduced new products such as online Food Boxes for every occasion and services such as Doorstep Deliveries by community champions, who checked-in and chatted to the most isolated, to support customers and the most vulnerable in society. We also helped our customers help the planet by becoming the first supermarket to completely remove plastic bags and commit to net-zero farming by 2030 (five years ahead of the competition). The PR campaign not only delivered on brand metrics and the business bottom line, but set the operational standard for the entire market.
PR Week Winner: Planning, Strategy and Evaluation
PRCA Winner: Consumer PR High Budget Award
PRCA Winner: Campaign of the Year Award
![Morrisons 2](https://theacademy.imgix.net/Morrisons_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=1067&q=80&w=1600&s=e85a6b2bbd3eddb608a6cf8d9b4b94c5 1600w, https://theacademy.imgix.net/Morrisons_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=933&q=80&w=1400&s=190622b0119270e47c2cdce5f6cecb1b 1400w, https://theacademy.imgix.net/Morrisons_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=800&q=80&w=1200&s=4eff337af92565bc32c96f3463c652e1 1200w, https://theacademy.imgix.net/Morrisons_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=667&q=80&w=1000&s=bea3d4ff8454869b6b7529a1e3343366 1000w, https://theacademy.imgix.net/Morrisons_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=533&q=80&w=800&s=98d1f0b2ad4e774b1244f1aedac2ce37 800w, https://theacademy.imgix.net/Morrisons_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=400&q=80&w=600&s=2670f01155a51d76bbdf187e4c05c62a 600w, https://theacademy.imgix.net/Morrisons_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=267&q=80&w=400&s=5d98e4528128bf4af55e69f6802330f2 400w)
![Morrisons 3](https://theacademy.imgix.net/Morrisons_3.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=1067&q=80&w=1600&s=4e492b688144132af552bdcdb5574e33 1600w, https://theacademy.imgix.net/Morrisons_3.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=933&q=80&w=1400&s=4fa598b26ed67b111c64fc0986285449 1400w, https://theacademy.imgix.net/Morrisons_3.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=800&q=80&w=1200&s=a7563b9719f70d9ff78562effd56c464 1200w, https://theacademy.imgix.net/Morrisons_3.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=667&q=80&w=1000&s=600590c2eeffdad09bf7c6dfaca65dc5 1000w, https://theacademy.imgix.net/Morrisons_3.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=533&q=80&w=800&s=c7479b31be501101456d63986ef094f4 800w, https://theacademy.imgix.net/Morrisons_3.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=400&q=80&w=600&s=d65ddcdadf17d945e0c71decca4eaa62 600w, https://theacademy.imgix.net/Morrisons_3.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=267&q=80&w=400&s=bd959d5d788b56176d5c29d01c70b1c2 400w)
![Morrisons 4](https://theacademy.imgix.net/Morrisons_4.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=1067&q=80&w=1600&s=671aa5b12100266170893253ff18b2ee 1600w, https://theacademy.imgix.net/Morrisons_4.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=933&q=80&w=1400&s=9ceb9edd03a5b70c5007f43f44bdb12d 1400w, https://theacademy.imgix.net/Morrisons_4.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=800&q=80&w=1200&s=c406e43c1a665635335a699a5f4a3d64 1200w, https://theacademy.imgix.net/Morrisons_4.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=667&q=80&w=1000&s=5f4b382224071d2bb983ec5b59d284a3 1000w, https://theacademy.imgix.net/Morrisons_4.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=533&q=80&w=800&s=38fcbac49a8bb8b74d54c1e91ee6414b 800w, https://theacademy.imgix.net/Morrisons_4.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=400&q=80&w=600&s=2fa5db93a59a84a42e1ae025af8a6010 600w, https://theacademy.imgix.net/Morrisons_4.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=267&q=80&w=400&s=41046209f78757b31499ee34addc32ce 400w)